Exercise your strategy
Branding is key to business success, and the fitness industry is no exception. Whether you manufacture and supply sports equipment or run training sessions, a creative brand strategy can bring your products and services to life. However, the sports sector is a crowded space so getting consumers to engage with your brand is not an easy task. In the information age, consumers are bombarded with information that makes it tricky for them to be discerning. With this in mind, a feel-good approach can set you apart from your competition, enabling you to engage your consumers with maximum effect.
Here are 9 top tips for better fitness brand engagement:
1. Careful planning.
Every Feel-Good Brand success story started life as an outline. Begin by creating a brand engagement plan that describes how you will create customers. Consider all marketing channels and set goals for how you will raise engagement through each one. What do you want your brand to say about you? What feel-good values do you want to communicate to your consumers? Your target audience is fitness-oriented — you might consider appealing to their nutritional and wellbeing interests. Revisit the plan regularly so your brand can keep growing and evolving. Remember, every piece of information you put out there needs to be consistent and carefully thought-out for maximum engagement.
2. Feel-good interaction
Social media is great way to interact with your customers and raise the profile of your brand. More importantly, it enables you to do this in-character, strengthening your brand personality and bringing your brand to life in your consumers’ minds. GoPro is a great example of this, check out their Instagram to see how they collate their users’ action shots into compelling adventure collages.
Always respond to comments made on social platforms, create a dialogue with as many people as possible. Make a point of following other people as well as showing a healthy interest in the community surrounding your products and services.
3. Raise your media profile
The news and other media thrives on sports and fitness-related updates. Whether it’s a crucial match, a charity playoff, or a UK finalist, we are a nation of passionate sports men and women. Align your brand with these updates and show support to create a more genuine and relatable fitness brand. If the match is controversial and you don’t want to risk alienating certain consumers, play it impartial. You can still get involved, helping to position your brand right in front of your target audience.
In addition to reporting on popular news events, you might consider contributing to sports and fitness news with a feel-good campaign. Sport England’s ‘This Girl Can’ campaign was a national event aimed at celebrating active women up and down the country; by aligning its brand with positive values, inspiring values, and optimistic messaging, Sport England improved its public perception in a way that resonated with millions of women nationwide.
4. Optimise your websites
Make sure your website is easy to use and presents an engaging experience for those who visit. Make sure it is on-brand with a clear and consistent approach to communication. People like to obtain information quickly and without too much effort so they can make a decision about using your goods and services. They also need to understand who you are and what your brand represents.
Nike achieves this really well on their Instagram account, seamlessly showcasing their latest products for brand loyalists and account followers through natural photography that invites the viewer to imagine how the products could benefit them. This is a clever way of putting their products right in front of their key customers’ eyes, without appearing product-focussed or too ‘sales’. Optimising your website will help to convey your message clearly, helping your customers to relate your brand — don’t put people off by trying to say too much or over-complicating the content — keep it simple, be clear and concise.
5. Excite your customers
The sports and fitness industry is filled with aspirational brand names and evocative product descriptions. These present excellent opportunities for higher levels of engagement. Appeal to the enthusiast in your customer with strong, compelling copy that excites and inspires, appeal to their sense of adventure or achievement. The running and cycling GPS tracker app, Strava, appeals to the consumers’ competitive and adventurous nature, encouraging users to compete with local athletes and explore new routes, all to great success. Research your target audience to find out what kinds of experiences they’re seeking so you can tailor your branding to them.
6. Catchy headlines
The flip side of this is consumers who know exactly what they’re looking for. This is especially true of the fitness industry, where customers are searching for the specific equipment, clothing, or service they need to improve their fitness. Make headlines catchy, but also clear and informative so your customers can quickly and easily find the products they’re looking for.
7. Follow market trends
We previously published a food and drink market report, offering a comprehensive examination of current feel-good trends and how these trends have shaped the industry. Fitness is no different; as consumer habits change, companies alter their products, styles, and services to meet buyers’ needs. At time of writing, FitBit’s stock is surging after Pacific Crest says sales of their popular fitness watches have exploded. Keep your ear to the ground and stay on trend to make sure your products are relevant and competitive.
8. Inspire with a blog
Starting a blog is great way to get information and news about your goods and services out there. Publishing interesting and informative content will generate more interest in your brand. Fitness blogs have a real potential to motivate and inspire readers, in turn strengthening brand loyalty. With an engaging blog, you’ll raise the profile of your goods and services so people in the community will discuss you and your brand.
For more ways to motivate your customers, see our recent article here.
9. Call to action
Make your website as easy as possible to convert on with clear call to actions. The best engagement depends on customers following a journey that ends with them ordering your products or services. Feel-good call to actions are a strong way of achieving this for sports and fitness websites; motivational and fitness-oriented call to actions can spur customers into ordering with you in as natural and seamless a way as possible.
Adding feel-good value to your brand is at the core of Beyond’s practice. For expert help improving your fitness brand engagement, call Beyond on +44 (0)20 7036 0603 or contact us here.